Discovery Of The ‘Restless Viewer’

A new viewer group has emerged from the findings of a study released by the Cable Television Administration & Marketing Society.

The “Attitudes And Usage” study of 2,000 tv viewers, both cable subs and nonsubs (the latter with access to cable), identified “the restless viewer” as repping 23% of the viewing base.

The study describes the restless viewer – which is “emerging out of the baby-boomer profile” – as “young, newly married and affluent.”

CTAM says this group’s habits include above-average viewing hours, watching tv with family or friends, watching two programs simultaneously (thanks to the remote control unit), and subscribing to a high percentage of pay-tv channels.